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20161013093000.0 |
| 008 |
100719s2009 enk eng |
| 020 |
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|a 0415423112 (pbk. : alk. paper)
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| 020 |
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|a 0415423120 (hardback : alk. paper)
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| 020 |
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|a 9780415423113 (pbk. : alk. paper)
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| 020 |
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|a 9780415423120 (hardback : alk. paper)
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| 090 |
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|a HF5823
|b .B7273 2009
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| 245 |
0 |
4 |
|a The advertising handbook
|c [edited by] Helen Powell ... [et al.]
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| 250 |
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|a 3rd ed
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| 260 |
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|a Oxon, England ;
|a New York :
|b Routledge ,
|c c2009
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| 300 |
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|a xi, 247 p. :
|b ill. ;
|c 24 cm.
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| 440 |
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0 |
|a Media practice
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| 500 |
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|a Rev. ed. of: The advertising handbook / Sean Brierley. 2nd ed. 2002
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| 504 |
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|a Includes bibliographical references and index
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| 505 |
0 |
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|a 1. Advertising agencies and their clients -- 2. Ronald's new dance: a case study of corporate re-branding in the age of integrated marketing communications -- 3. Advertising fragmentation: the beginning of a new paradigm? -- 4. Advertising research: markets, methods and knowing consumers -- 5. Advertising regulation -- 6. Lynx: the challenges of lad culture -- 7. Celebrity -- 8. Gender and ethnicity in the advertising industry -- 9. Viral advertising: internet entertainment and virtual sociality -- 10. Sponsorship, advertising and the Olympics Games -- 11. Advertising universities: re-presenting complex products in a difficult marketplace -- 12. FMCG advertising: the home of branding -- 13. Advertising and new media -- 14. Political advertising -- 15. Using a history of ivory to explore changing advertising design -- 16. Conclusion: the future of advertising and advertising agencies
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| 520 |
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|a This book unravels the how & why of advertising and places the industry in its social, historical & political context. Focusing on key debates, it explores the competitive practices & discourses which govern the industry & those who work in it.
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| 650 |
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0 |
|a Advertising
|v Handbooks, manuals, etc.
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| 700 |
1 |
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|a Brierley, Sean ,
|d 1966- ,
|e author
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| 700 |
1 |
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|a Powell, Helen ,
|e author
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| 999 |
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|a 1000134214
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
|